Section ENVIRONMENT
TOPIC

AstraZeneca
AstraZeneca’s Communication Campaign on Reforestation and AZ Forest

To communicate and highlight AstraZeneca’s environmental commitment through an authentic campaign that mobilized employees and showcased the company’s positive impact on society.
  • Internal: all employees (ambassadors).
  • External: business and medical community, CSR stakeholders, general public.

2023–2024 (with outlook until 2030).

AstraZeneca invested in a multi-annual reforestation campaign under the “Protecting the Environment… with Actions” program, with the active involvement of all 250 employees.

  • 2023: 4,000 trees planted across Greece.
  • 2024: 8,000 trees planted in Athens and Thessaloniki.

Commitment: 30,000 trees by 2030. This action is part of the AZ Forest global initiative, aiming to plant 200 million trees worldwide by 2030.

The communication strategy had a dual focus:

  • Internal: employee participation, with personal social media posts amplifying the message.
  • External: media coverage through articles and advertorials in health, business, and CSR outlets, highlighting authenticity.

Collaboration with environmental organizations and media agencies.

All employees actively participated, dedicating working days to tree planting.

Athens, Thessaloniki, and other regions in Greece.
  • 12,000 trees planted to date.
  • 250 employees engaged.
  • 99 publications (35 + 64 posts).
  • Reach of ~7 million users.
  • Media value ~€102,700.
  • 100% positive sentiment. Nationwide coverage.
  • Strengthened authenticity and responsibility.
  • Employees as ambassadors of change.
  • Enhanced corporate identity and ESG performance.